The Hoyts Land Endorsement Deal

Endorsement deals are for star athletes, not for your average every day people.

Well, Dick and Rick Hoyt aren't breaking any records in any marathon, but they just got a deal with shoe company Spira.

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If you've watched the coverage of any marathon over the years, you know the story of the Hoyts. Rick was born with cerebral palsy and is confined to a wheelchair. Dick, his father, soon discovered that his son really enjoyed being pushed during races. Over the past 30 years, they've run more than 1,000 races and have become a staple of the Boston Marathon.

Andy Krafsur of Spira, the upstart running shoe brand with springs in the sole, met Dick at the Boston Marathon two years ago. Krafsur said that Dick called him recently to say that it was the best shoes he had ever worn.

That led to Krafsur agreeing to give the Hoyts free Spiras in exchange for an exclusive relationship.

The Hoyts will be part of the company's inSPIRAtional stories campaign, which features ordinary people who have overcome tremendous odds to inspire others. Krafsur says he expects that the Hoyt's first event with Dick and Rick will be the Walt Disney World Marathon and Half Marathon, which Spira is sponsoring, on Jan. 10 and 11.

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